Tesla’s end-of-Q3 Model 3 push unfolds as ‘delivery logistics hell’ gets addressed

Over Q1 and Q2, Tesla has exhibited a tendency to expedite its Model 3 production and deliveries in the final month of a quarter. The company did this last March when it was struggling to produce 2,500 Model 3 in a week, and the same strategy was adopted in June as Tesla attempted to hit its then-mythical target of producing 5,000 Model 3 in one week.

This third quarter, Tesla is going for something more ambitious. The company aims to produce 50,000-55,000 Model 3 between June and September while achieving profitability at the same time. To accomplish these goals, Tesla would have to not only produce, but also deliver the Model 3 to as many reservation holders as it can. Such a scenario has resulted in new challenges for Tesla, with Elon Musk dubbing the circumstances as “delivery logistics hell,” which the company is now experiencing just as it left “production hell.”

Earlier this week, Elon Musk admitted to the company’s difficulties in delivering the Model 3 while apologizing to a reservation holder whose delivery had been delayed multiple times. In his response, Musk noted that “delivery logistics hell” should be solved faster than “production hell,” as the issues are far more tractable. Musk also stated that Tesla is making rapid progress in addressing its Model 3 delivery issues.

With less than two weeks to go before the end of the third quarter, reports from the Tesla community are starting to indicate that the company is indeed addressing its delivery challenges. Megan Gale, the reservation holder that Musk responded to earlier this week, recently posted an update stating that the center in her area is getting Model 3 deliveries out in a rapid manner. She was also finally able to receive her Model 3 Performance.

Tesla’s Model 3 delivery push does not seem to be exclusive to the United States, either. Social media posts from Model 3 reservation holders in Vancouver suggest that Tesla is pushing deliveries until 10 p.m. every day, as part of its attempt to deliver the electric car en masse to Canada.

Vancouver #Tesla $tsla is delivering Model 3s until 10pm everyday. Demand is insane. pic.twitter.com/rKHN86wj3z

— Henry (@rocketL49) September 19, 2018

Tesla has been laying the foundations for faster deliveries of the Model 3 for the past couple of months. At the beginning of Q3, Tesla started rolling out the 5-Minute Sign & Drive delivery program as a way to expedite the handover process of the Model 3. Elon Musk also announced that the company is looking to eliminate paper contracts in the delivery process. Earlier this month, Tesla also held a “First Come, First Serve” delivery day for Long Range RWD Model 3 units in CA, where first-day reservation holders were able to acquire vehicles that are ready to be driven home.

While it remains to be seen how many Model 3 would be produced and delivered this quarter, both Elon Musk and board member Kimbal Musk have teased that the company would likely surprise the market at the end of Q3. In a letter to employees, Elon Musk noted that Tesla is “about to have the most amazing quarter in (its) history, building and delivering more than twice as many cars as (it) did last quarter.” Kimbal, on the other hand, noted in a recent segment of CNBC‘s Closing Bell that September is an exciting month for Tesla, considering that the number of Model 3 that would appear in US roads within the next couple of weeks would be astonishing. 

“This month is an exciting month for us. You know, it’s really gonna blow people’s minds how many Model 3s are gonna appear in America in just the next couple of weeks,” he said.

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